Rethinking Market Research in the AI Era, with Kate O'Keeffe

Every company wants better market insights, but up until AI's entrance, results have been highly speculative. How is AI upending tried-and-true market research methodology? Kate O'Keeffe, CEO and founder of Heatseeker, joins SaaS Half Full to explain why traditional surveys and customer-led insights are no longer cutting it, and how behavioral data and AI-driven experimentation are providing marketers with data they can actually trust. In this episode, Kate outlines how brands can move beyond speculative research by leveraging live market experiments, first-party data, and synthetic personas to uncover real customer signals in real time. She also shares how leading B2B and B2C brands are using these methods to test ideas before launch, build stronger campaigns, and give marketers the confidence to push bolder creative decisions backed by quant-driven insights.

You can listen to Rethinking Market Research in the AI Era, with Kate O'Keeffe online on Radio and Podcast. Open the player on this page to stream the available audio.

Rethinking Market Research in the AI Era, with Kate O'Keeffe is an episode from SaaS Half Full by Anna Roolf.

This episode is 34:08 long.

This episode was published on Jan 20, 2026.

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